INNOTRANS 2024

Social Media Campaign System

Challenge

InnoTrans is one of the world’s leading trade fairs for transport technology.
The goal was to build anticipation and drive engagement through a structured social media campaign, while aligning multiple business units and stakeholders with different communication needs.

Approach

We developed a structured social media campaign built around recurring weekly formats such as “Tech Tuesday” and Employer Branding content. This created a clear content rhythm and helped organize communication across teams. To ensure scalability and consistency, I focused on building reusable assets and templates that could be adapted across formats and channels.

My Role

I designed and produced social media assets leading up to the event, including animated countdowns to build excitement. A key part of my role was enabling internal teams and corporate influencers to create their own on-brand content. For this, I developed a PowerPoint-based template system that allowed for individual customization while maintaining brand consistency. During the event, I reviewed and guided video content produced on-site by external agencies to ensure all assets stayed aligned with the brand.

Enabling Corporate Influencers posting on brand social media posts through templates.

Impact

The campaign successfully created visibility and anticipation ahead of the event while maintaining a consistent brand presence across a large number of assets and stakeholders. The template system enabled scalable content creation and empowered teams to contribute while staying on brand.